PPC stands for pay-per-click and is a highly cost-effective way to advertise online.
As the name suggests, pay-per-click advertising means you only pay when someone clicks on your ad, and you get to specify exactly how much you want to pay, so it’s easy to control your budget, and measure spending.
Perhaps the biggest benefit of PPC is that it allows you get featured ahead of your competitors in search engines within minutes of your ad going live, compared to organic SEO which can be less immediate. This also means PPC is great for short-term campaigns.
How does PPC work?
As mentioned above, organic SEO takes time and often a fair amount of effort to get the results you want, Depending on your industry, it can be competitive, and although powerful, is controlled by an outside force.
PPC allows you to target keywords, including ones that are difficult to rank for and place the ads prominently in search engines and other websites.
This means you can reach new audiences who are actively searching for what you have to sell, very quickly and with great results. You can choose your own keywords, and as well as the audience you are targeting.
Google Ads is the most popular PPC platform and offers ad opportunities in search listings, YouTube and on partner sites. The types of ads can be text only, display, video and shopping catalogue.
- Search listings appear at the top of search listing bove organic results when people enter keywords into the search box.
- Display ads are ads that can contain pictures or logo, and appear on partner websites
- YouTube offers ad slots in and beside its videos
- Shopping ads appear at the top of search results in a box with a price and image, just like a mini-catalogue.
Pay-per-click ad models are available on other search engines, such as Bing, as well as social networks Facebook, Instagram, LinkedIn and Twitter.
Google Ads is probably the best-known platform, historically known as Adwords. It’s an extremely powerful and cost-effective technique, which can be broken down into four categories.
Search ads appear at the top of the SERPs (Search Engine Results Pages). They are prioritised over every other search engine results. They are chosen based on the user’s search term, and are prefixed with a very small legend that says ‘Ad”.
Display ads can appear on third party websites, and can be text or graphics. They won’t necessarily be at the top as those using the facility can choose where they appear on their sites.
Remarketing refers to ads which are targeted to people who have visited your website. For example, if a user visits a product page for a ski jacket on your website, you can show that person ads for the same product/s on other participating sites they visit.
YouTube can display text, graphics or video ads. There are a number of placements within the video structure and as YouTube is owned by Google, th same pay-per-click pricing structure operates.
is a lucrative option, allowing you to dynamically advertise to people who have visited particular pages on your website.
How does PPC fit in with my other marketing processes?
That’s a good question. Customers come from all directions, and the answer to this will depend on a lot of factors, the most important of which is how many people are searching for your product or service.
PPC can fit in with other marketing methods, where your overall strategy is honed to use each channel to its advantage depending on its benefit. For example, if people read about you, they may well search for your brand, product or service shortly afterwards.
Although we have a team who work exclusively on PPC, we always strive to integrate our activities where possible.
Why choose Canary Dwarf for PPC?
Anyone who’s tried Google Ads, or Facebook Ads knows how complex it can be, and how suddently, everything can change. These are the tols we work with, so it’s what we know.
John Wanamaker famously said that half the money he spends on advertising is wasted, he just wish he knoe which half. Because we have experience with the platforms and with advertising in general, we can reduce the amount of time and money wasted on guessing. What’s more, we’re hot on the data, so we’ll quickly spot a bad campaign before it trns into an expensive one.
With the PPC landscape growing and with more and more data becoming available to advertisers, it can be a minefield to run a successful campaign and find your target audience. We help manage PPC campaigns, extract the meaningful data and present it back to our clients in a simple format for them to understand – removing the stress of trying to manage and analyse marketing activity yourself.
Can I run PPC ads myself?
All the systems mentioned above, Google, Bing, Facebook, Instagram, LinkedIn and Twitter, operate a self-service system where you, as a business owner, can write and publish your own ads. Let’s not be coy, it can be daunting, things change, there are a lot of ‘controls’ that can break a campaign. But is there for you to use.
We agree that for small companies, the cost of having an agency sometimes negar=tes the benefit of having one, and so we offer training for you to be able to run your own campaigns. This means we can sit with you, show you the interface and even set up a campaign with you, to provide you with a lot of the knowledge you’ll need to carry on by yourself.
Learning this way means there is an initial cost upfront, but it’s an investment that could mean the difference between running successful campaigns and not.
If you have any questions or want to find out more about how PPC can work for your business, contact us today.